KitKat encourages gamers to take a break in Twitch campaign

KitKat is targeting gamers in its latest campaign, which has launched across live-streaming gaming platform, Twitch.

The campaign builds upon the brand’s ‘Have a break’ platform, and carries the title, ‘Break Advised’. It encourages gamers to step away from the screen to enjoy a break ahead of the next round.

The ads originated from the frustration the gaming community experience during marathon gaming sessions. The campaign, which is also going live on Youtube and other specified contextual environments, was created by Connecting Plots.

“We identified the community-wide frustration of making mistakes during marathon gaming sessions, and dovetailed that with KitKat’s ‘have a break’ platform to create a relatable campaign that shows how KitKat’s commitment to breaks is as relevant online as it is in the real world,” explained Dave Jansen, creative partner at Connecting Plots.

“We love the challenge of creating work tailored to specific communities and emerging platforms; digging into insights and figuring out the nuances of the audience to make campaigns sing. No one wants to seem like a dad at the disco, so the challenge was producing something gamers could easily and sincerely relate to.”

Joyce Tan, head of marketing confectionary at Nestlé, added: “With over 68% of Australians gaming and 80% of households having more than one gaming device, it’s only natural that some of these frustrations happen in this competitive environment.

“With this campaign we’re able to create greater relevance for the brand amongst this growing community and show how taking a break with KitKat might be the mental power-up needed to tackle the next level.”

Recently, KitKat launched limited edition wrappers in partnership with R U OK? Day.


Client: Nestle
Head of Marketing Confectionery: Joyce Tan
Brand Managers: Elisa Hall & Eileen Whitta

Agency: Connecting Plots
Creative Partner: Dave Jansen
Strategy Director: Tim Collier
Senior Account Director: Jack Blades
Copywriter: Julia Kenny
Art Director: Joe Davies-Griffith
Project Manager: Gwen Jimenez
Managing Director: Tom Phillips

Production: Infinity Squared
Head of Production: Melanie Reardon
Director: Toby Morris
DOP: Evan Papageorgiou
Art Director: Aisha Phillips
Post Production: MAD Studio
VFX: Diego Poveda


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